The Role of CRM Systems

As shown in Figure 13-1, the technology and terminology used to describe CRM have evolved over the years. In stage 1 of this evolution, call reporting systems focused on tracking activity and sales force automation systems tried to automate repetitive and error-prone sales tasks such as order processing. In stage 2, electronic territory management systems sought to increase the salesperson's effectiveness by assisting with targeting and customer profiling. This led to an evolution of the name to technology-enabled selling (TES) which implied a focus on the entire sales process. In stage 3, the term customer relationship management evolved, reflecting the realization that a firm's relationship with a customer is a many-to-many ...

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